A Little Less Conversation by Tom Asacker

Author:Tom Asacker [Asacker, Tom]
Language: eng
Format: mobi
Publisher: Paramount Market Publishing, Inc.
Published: 2008-09-14T14:00:00+00:00

Value is what value does

Before you move onto the next value component, I have a quick question for you.

Shoot.

I was thinking some more about our client conference and, in addition to it being entertaining and engaging, our people provided a lot of “information value.” I don’t see that particular component on your value list. Am I missing something?

Where’s the value?

Excuse me?

Where’s the specific value in the information that your people provided? Look, I’m not trying to be disrespectful, but I hear that argument from marketers all the time, “Our marketing communication is valuable because it informs people.”

So it’s easy for them to rationalize bombarding people with “information” in emails, ads, phone calls, direct mail, and sales calls in between trying to brainwash them with taglines and jingles. In fact, isn’t information often likened to money? You’ve heard the expression, “a wealth of information?”

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